Social Performance Report Glossary - Projects

This glossary defines the statistics found within the Social Performance Report in the project area. Use it to understand how well social media posts connected to your project are performing.

Things to consider ✅

To access the Voice of the Community area, users will need the 'View VOC Module' and 'Manage VOC Projects' permissions enabled in the 'User Settings' area.

To access the Voice of the Community Reports, users will need to enable the 'VOC Reporting' permission in the 'User Settings' area.

Take a look at our Project Overview guide to see how you can create social media content for your project.

This section breaks down performance by individual social media platforms.

Each Social Network: Refers to the specific social media platforms being analysed, such as Facebook, X, Instagram, LinkedIn, etc.
Total Posts: The cumulative number of social media posts published across all monitored accounts on a given social network that are associated with your project.
Inbound Messages: The total number of messages initiated by social media users (e.g., direct messages, comments, replies, mentions) that were sent to your project's social media profiles on each network.

This section provides a high-level summary of your project's overall social media performance.

Days Old: The total number of days that have passed since your project was initiated or set up in the Voice of the Community module.
Total Posts: The aggregate number of all social media posts related to this specific project across all connected social networks.
Total Clicks: The sum of all clicks on your social media posts related to the project. This can include clicks on links, images, videos, or the post itself.
Reach: The number of unique individual users who saw any of your project's social media content (posts or stories) at least once.
Impressions: The total number of times your project's social media content was displayed to users. A single user can generate multiple impressions if they see the same content more than once.
Saves: The number of times users chose to save your project's social media posts, indicating they found the content valuable enough to revisit later.
Engagement Rate: A metric that measures the level of interaction your content receives relative to its reach or audience size. Calculated as the total engagements (likes, comments, shares, saves, clicks) divided by reach or followers, then multiplied by 100%.

This section focuses specifically on the performance of video content associated with your project.

Video Views: The total number of times your video content was played.
Average View Time: The average duration, in seconds, that users spent watching your video content. This indicates how engaging your videos are.
Impressions: (See Project Overview) The total number of times your video content was displayed.
Reach: (See Project Overview) The number of unique users who saw your video content.
Links Clicks: The number of times users clicked on specific links embedded within your video posts.
Comments: The total number of written responses or reactions left by users on your video posts.
Likes: The total number of times users indicated approval or enjoyment of your video posts.
Shares: The total number of times users shared your video posts with others on social media.

This section provides specific metrics for your Instagram Story content related to the project.

Story Views: The total number of times your Instagram Stories were viewed. This count includes multiple views from the same user.
Reach: The number of unique Instagram users who saw your Stories.
Tap Back: The number of times users tapped on the left side of the screen to go back and re-watch a previous frame or story in your sequence.
Tap Forward: The number of times users tapped on the right side of the screen to skip to the next frame or story in your sequence.
Exited the Story: The number of times users swiped or tapped out of your Instagram Story before completing it, returning to their main feed or exiting the app.

This section details how users interact with links in your posts.

General Link Clicks in Posts: The total number of times any clickable link within your social media posts was clicked.
Link Click Locations: Where in the world people have clicked on your link from.
Global Link Clicks: Map view showing where people have clicked the link on your content.

Inbound Messages per Network: A breakdown of the total inbound messages received, categorised by the specific social media network they originated from.

Project Sentiment: An analysis of the overall emotional tone expressed in social media mentions and discussions about your project. This is categorised into positive, negative, or neutral.